1. From directory to local media :
driving more traffic to local advertisers.
Julien Billot
Moscow conference
25th of april 2012

2. To introduce myself….
Julien Billot
44 years old
French.
13 years in Telco Industry (FranceTelecom/Orange Group)
4 years as COO of the paging subsidiary of FT.
3 years of Chief Product Officer of Orange in France
3 years of Chief Marketing Officer of Orange in France.
3 years in Media Industry.
CEO of the Digital Business Unit of Lagardère Active group (owner of HFS and Europa Media Group)
At PagesJaunes Group since 09/09 as COO in charge of Medias.
© Copyright PagesJaunes 2011 1

3. PagesJaunes at a glance
Key 2011 Financial and Operating Statistics
1 Leader in the local advertising market
€1.1 Bn Revenue and €493 MM EBITDA (45% margin)
~25-30% share of the online local advertising market in France
Focus on France (93% of revenues) with significant share of Internet revenues (55% of revenues)
2 Reference services and brands
9 out of 10 French adults use the PagesJaunes services
>2 Bn consultations per year in France
>50% conversion rate of the consultations into purchases
3 A unique sales force to reach large and diversified customer base
~1,900 sales representatives
715k Group advertising customers, 660k in France
75% of online penetration of French customer base
© Copyright PagesJaunes 2011 2

4. We are a local media.
Develop local Develop local
content media
Database Print
Websites, videos Internet
e-services Ads/Vertical
UGC 1 2 Mobile
Enrich Grow Mapping
the the Meta-search
content audience
Local
+ Partnerships
advertising with other local
media
Manage value for
advertisers 3
Search, display, Increase
small ads the ROI
Business Center
© Copyright PagesJaunes 2011 3

5. Our Mission as a media : engage users with
local businesses.
The engagement funnel
BUSINESS
Find a
LOCAL
USER
Search for Compare business
Be Open Book/Meet Buy
information and decide or a
product
YP core position
© Copyright PagesJaunes 2011 4

6. PagesJaunes books : a strict and restrictive
positioning.
BUSINESS
Find a
LOCAL
USER
Search for Compare business
Be Open Book/Meet Buy
information and decide or a
product
© Copyright PagesJaunes 2011 5

7. Internet is a game changer.
BUSINESS
Find a
LOCAL
USER
Search for Compare business
Be Open Book/Meet Buy
information and decide or a
product
© Copyright PagesJaunes 2011 6

8. PagesJaunes to become a ‘global’ local
media.
The engagement funnel
Extended position for Pages Jaunes on digital
BUSINESS
Find a
LOCAL
USER
Search for Compare business
Be Open Book/Meet Buy
information and decide or a
product
YP core position
© Copyright PagesJaunes 2011 7

9. How content drive visibility for local
advertisers.
© Copyright PagesJaunes 2011 8

10. Our deployment.
BUSINESS
Find a
LOCAL
USER
Search for Compare business
Be Open Book/Meet Buy
information and decide or a
product
Comprendre Choisir On line apointment
Mappy
Vertical content in Search Lead generation
Urban Dive Self content
PagesJaunes Hotel Booking
Livecity.
Restaurant booking
Zoom On
Deals
Classified
© Copyright PagesJaunes 2011 9

11. Our second mission to advertisers : bring
them maximum traffic.
40 million
internauts
Partnerships
Direct access SEO SMO
20 million 37 million 30 million 38 million
PJG Google Facebook Top 10 Nielsen
15 million 5 million
PJ Mappy…
© Copyright PagesJaunes 2011 10

12. Re-invent web site positionning to drive
direct access.
From Directory… to local media
© Copyright PagesJaunes 2011 11

13. Build mobile asset.
More than 10 million
downloads of PagesJaunes
on iPhone* and others
platforms
3rd most downloaded
Apps on the French
Appstore since its creation
More than 4 million of
visitors weekly*
A satisfaction rate of
85%***
© Copyright PagesJaunes 2011 12

14. Partner with Bing to deliver more traffic to
advertisers.
Pâtisserie
Leprêtre
© Copyright PagesJaunes 2011 13

15. Rely on Google SEO through advertisers
content…
© Copyright PagesJaunes 2011 14

16. Rely on Google SEO through PagesJaunes
business listing…
© Copyright PagesJaunes 2011 15

17. Rely on Google SEO through PagesJaunes
content…
© Copyright PagesJaunes 2011 16

18. …. Indirectly driving traffic to embedded
PagesJaunes business listings.
© Copyright PagesJaunes 2011 17

19. Drive visibility to advertisers on mobile
through partnerships….
© Copyright PagesJaunes 2011 18

20. …. And new devices integration.
© Copyright PagesJaunes 2011 19

21. As a conclusion, every time more traffic to
advertisers.
1100 million visits +25% 1380 million visits in 2011
in 2009
pj.fr
pj.fr
pj.fr SEO
pj.fr SEO
pj.fr SEM
pj.fr SEM
pj.fr partenariats
pj.fr pj.fr Bing
Partenariats pj mobile
pj mobile mappy.com
mappy mobile
mappy.com
mappy mobile
© Copyright PagesJaunes 2011 20

22. A strategy to deliver our ambition
+50% internet revenues in 2012 vs 2009
Internet revenues Internet share on total
(million euros) revenues
+50%
~2/3
500
43%
2009 2012 2009 2012
Ambition Ambition
Internet Annuaires imprimés
~2/3 of Pages Jaunes revenues on internet in
2012+
© Copyright PagesJaunes 2011 21

23. Thank you for your attention.
© Copyright PagesJaunes 2011 22